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PVRs and Advertisers' Worries
Jurisenpai writes "Today's NYT has an article on the conflicts between PVRs and advertisers, mentioning the recent Sonicblue case, as well as Tivo and ReplayTV."
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"We've trained people that you can buy things at 3 in the morning in the nude on the Internet and make a call to anyone from anywhere on a cellphone, and the idea that CBS is going to determine when I watch `CSI' flies in the face of that trend," said Josh Bernoff, an analyst with Forrester Research. "TV networks are going to have to figure out how to make money from a TV viewer that is not nailed to the chair waiting for the commercial to end."
Amen to that!
'ARRGH! Pirate Designers of the Internet, we be!'
The advertising world is rapidly approaching the point when they are going to have to realize that TV ads are not >>nearly as effective as they thought they were. The reason people think (or rather know) that banner ads are ineffective is because you can measure it. There's no such technology for TV ads but between people getting up to pee, fast forwarding their VCR's or just tuning out in general -- I submit that they are grossly ineffective (especially for the price paid). An entire industry (Neilson, Ad agencies, the networks) has sprung up to propagate this lie, but that doesn't make it anymore true.
I am not a number! I am a man! And don't you
Digital successors to the VCR that eliminate the frustration of recording television programs have crossed a popularity threshold, raising alarm among advertisers and TV executives who see the devices as a threat to the economics of commercial television.
the times they are a changin boys. get used to it. brick and mortar stores learned to augment their sales online, now it's time for you to get with the times and learn how to supplement with the pvrs. Use product placement instead. God knows we see enough of it now.
You're not going to hold it back. we all know that. I'm planning on buying a PVR as soon as possible... i never thought i would, but then my boyfriend gave me a dvd player for christmas. It's easier, more convenient, and fun than a VCR, and i'm betting PVRs are even better. i'm hooked on digital TV and now i want it all. ALL DAMN YOU!
Numbers like that have provoked gloomy pronouncements from industry executives. Some even come close to accusing habitual ad skippers of theft.
"The free television that we've all enjoyed for so many years is based on us watching these commercials," said Jamie C. Kellner, chief executive of Turner Broadcasting. "There's no Santa Claus. If you don't watch the commercials, someone's going to have to pay for television and it's going to be you."
Ok, this one pisses me off. So the $50 i pay a month for my satellite TV service is a gift from santa claus? how about the $5 i spend every time i want to watch a pay per view movie? or the $40 when my boyfriend wants to watch one of those silly wrestling specials? And don't get me started on the prices for pr0n!
TV has never been free for consumers. we pay for it, and we pay big. It might not look like a lot to someone who's making a six figure salary to bluster and spread FUD to the media, but to John Q. Public, $50 a month is a lot of money. Multiply that by the number of cable viewers in the country, and you get a nice fat number. I'm not sure how its all divvied up in the end, nor do i really care... if network exec salaries and stars getting $1 million a show are any indication, things aren't dire yet. (i realise not everyone pays that much for cable, and some pay more.. i'm just going by what i personally pay).
And FYI: I've seldom actually watched a commercial since i was 12. the only ones i'll actually stay still for now are those funny blockbuster ones with the guinea pig and the rabbit.. those i love. So maybe you can take a clue from that? If you made commercials entertaining instead of annoying and loud, perhaps more people would watch them.
Speaking of loud, that's another thing that pisses me off. Is it just me or have commercials gotten even LOUDER? I know they intentionally raise the volume a few knotches during commercials to get your attention, but it's at the point where as soon as the program cuts to commercial, i automatically hit 'mute'. Here's another hint: LOUDER ISN'T BETTER!
And that's my rant for today, May 23, 2002.
claudia
Moral indignation is jealousy with a halo - H. G. Wells
While Joe Sixpack (to whom I am superior) might like watching his Budweiser ads, I feel that television advertising has absolutely no effect on me.
This may surprise you, but this statement is contradicting itself. By naming a specific brand, you are proving that television does have an effect on you.
The primary purpose of TV advertising is to create brand awareness - in other words, to let you know that a product exists, and to cause you to remember it. The mere fact that you mention a brand name in your sentence means that not only did the TV ad have an effect, it had it's intended effect.
The previous poster's comment about banner ads shows that he (and the people selling the banner ads) doesn't understand what most advertising is supposed to do - it's not supposed to make you stop everything you're doing and buy the product, it's supposed to let you know that the product exists (although there are exceptions to this rule.)
This is why banner ads are "failing" - they're not ineffective, it's how they're measured that's flawed. (Now, this is orthogonal as to whether people pay attention to them or not - which is a better measure of whether advertising is effective or not - if nobody's paying attention to them, then they're failing... but this isn't the same as the number of people who click on them.)
This message will doubtlessly spawn messages accusing the industry of lack of ability to change with advances in technology, and so forth along with the usual crapola about "it's our airwaves, dammit" [emphesis added]
... the fact that the broadcasters have used them with relative impunity for 70+ years doesn't change that, and pointing that fact out certainly isn't "crapola" by anyone's definition, except perhaps that of the broadcasters themselves.
How on earth is that "crapola?" They are public airwaves that the broadcaster's are using
It may win on some minor points, but it mostly just gives the broadcasters time to secure settlements with PVR companies and come up with alternate technologies and models.
Based on the demands of Hollywood and the recording industry to date, and the trends in Washington, how on earth can you justify a "don't worry, be happy" attitude like this? Those new technologies and models are likely to incorporate the worst in big brother activity monitoring (perhaps even two way samplers?) and certainly draconian copyright controls, if those industries have their druthers (and it looks like they very well might). In the context of what has been happening a "don't worry, be happy" attitude is absolutey and completely unjustified. Indeed, it such an attitude is likely to insure that one of the more repressive scenerios is more likely to play out.
This mantra of don't get involved, don't worry, relax, be apathetic, go one with your life, nothing to see here, is exactly why we are in the mess we are in today. I really can't believe people were stupid enough to moderate that up to +5 insightful, except that some gullible people hear cynicism and mistake it for worldliness, intelligence, and even wisdom, when in fact it is none of those things, nor does it even imply any of those things.
Yes, the sun will come up tommorow. It rose and set perfectly on schedule over the killing fields of cambodia and the repressed millions in the old soviet block, and it will rise and set right on schedule over the western world, whether that world enjoys the freedoms of the past, or a future of authoritarian rule grounded in the enforcement of "intellectual property" in a society whose technology has long since made that notion incompatible with individual freedom.
If people follow your advice and do nothing, the latter becomes signficantly more likely.
The Future of Human Evolution: Autonomy